Retailers looking for ways to inject new life into their email marketing programs as consumers’ inboxes are increasingly cluttered with marketing messages. Those labors are important given that, for many retailers, email generates the highest return on investment of any marketing channel because it is cheap, easy to track and effective at driving sales. To sustain the channel’s effectiveness, a number of retailers are rethinking their strategies by sending fewer emails with discounts, sending more brand-building emails and adjusting their key performance indicators.

This article explores the latest email trend data, and strategies online merchants are using to keep their email programs healthy.

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